Three things to note about Facebook Gifts:
1. Fascinating – and yet powerful – that the only promotion of Facebook Gifts is within the birthday alerts. It’s the definition of “in the river” marketing and promotion.
2. This was the first time I noticed that the gift icon showcases friends who have sent gifts (when available). So not only is it in the river, it is socially relevant … and therefor has some social pressure!
3. That aspect looks a lot like Facebook Deals.